 Horizontal Marketing: Optimized One-to-one Marketing1Michael P. Haydock and Eric Bibelnieks Chapter 12 in Operational Research in Industry, 1999, pp 247-267 from Palgrave Macmillan Abstract: Abstract As we approach the next century, direct marketers face a set of challenges that is far different than those the industry contended with during its explosive growth over the last twenty years. A quick synopsis of the current changing conditions brings this home. The percentage of households purchasing through the mail has been essentially flat since 1993. The consumer base is becoming increasingly diverse and individualistic. The average number of promotions received per household continues to climb. The cost of advertising (and in particular paper, postage, and ink) reached an all-time high in 1995 and continues to climb. Consumers increasingly demand services such as phone orders and expedited delivery as standard. New and often large traditional retail companies are adding direct marketing to their channel mix even as the industry consolidates. And consumers are presented with increasingly attractive alternatives to mail for the direct purchase of goods and services in their homes. Keywords: Asset Allocation; Customer Base; Asset Class; Customer Segment; Direct Marketer (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-37292-4_12 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
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